Fear of cancel culture is driving employers off social media — and stunting DEI efforts

A company’s social media presence could make or break their reputation with prospective applicants. And no one is more aware of that fact than the companies themselves.

Nearly 97% of all Fortune 500 companies use at least one social media network, such as Linkedin, Facebook, Twitter, or YouTube, according to workforce management platform Hubstaff. While social media can be an opportunity for a company to promote job postings, establish relationships and support social causes, those efforts can quickly be derailed by today’s caustic social media culture, says Cherie Caldwell, head of DEI at sales engagement platform at Salesloft.

“If someone makes a mistake, there's [a lot of] shaming and blaming that goes on publicly on social media,” she says. “It doesn't produce discussion, it doesn't provide an opportunity for people to learn.”

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While an active social presence is important for companies to stay competitive and attract talent, the fear of Twitter wars and getting “canceled” poses a very real threat, causing employers to press pause on their social media strategies.

“We're seeing that employers are starting to look at [social media] a little bit more cautiously,” says Casey Tallo, CEO of employee insights platform Tallo. “They’ve realized that when you impact more people, saying something wrong is going to get you polarized — good, bad or indifferent, it's going to get polarized.”

Companies need to set boundaries in their use of social media, without letting it dim the message they’re trying to send, Caldwell says. Instead of posting or reacting in fear, employers should approach social media as a place to learn.

“Most people want to have an understanding of the issues and want to learn,” she says. “ So the whole goal is to create a safe space and for us to counteract biases — inclusion is a contact sport. It's about having contact with people that aren't like you, and it's about getting to know people and learning from that.”

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While 63% of younger workers say that it’s very important their employer has a stance on political issues and a broad social purpose, according to a survey by business analytics company Alight Solutions, this is not the place to promote hateful or discriminatory speech under the guise of growth, Caldwell says. There is a very defined line between willful ignorance and genuine unawareness — a line companies need to not only be mindful of, but careful not to cross.

The point is to encourage employers to have the kinds of conversations online that would make marginalized communities know that they are seen and heard at prospective companies.

“[Companies] are sometimes afraid to speak up or make mistakes because they don't want to be humiliated,” Caldwell says. “When you have a safe environment, you can have those conversations, you can say ‘Hey, you may not have noticed this, but your bias is showing and here's how it's showing up. Let me help you shift the conversation.’”